Edward Snell & Co will handle Jose Cuervo Especial Silver, Especial Reposado and Black in Southern Africa

Edward Snell & Co will handle Jose Cuervo Especial Silver, Especial Reposado and Black in Southern Africa

Edward Snell & Co has replaced Diageo and Heineken's South African joint venture as the distributor of the Jose Cuervo Tequila portfolio across the Southern African region.

Cape Town-based Edward Snell confirmed earlier today (1 July) that it has taken over distribution as of this week. Cuervo's owner, the Beckmann family, has been appointing replacement local distributors after talks with Diageo over a renewal of their existing agreement collapsed late last year.

Having reportedly recruited Gruppo Zamora in Spain earlier this year, the Beckmanns have employed Think Spirits in Australia, while Proximo Spirits, which is owned by the family, will handle sales in the UK, Ireland, Canada and the US.

“The opportunity to grow Jose Cuervo’s share of the market and Tequila-drinking occasions in Southern Africa is an exciting challenge,” said Edward Snell's MD, Iain Hooper.

Edward Snell already handles spirits brands owned by Gruppo Campari and William Grant & Sons in the region.